Retailers double down on private labels as shoppers seek more value

Catering to inflation-wary consumers seeking value, many retailers in recent months have been going private—label, that is—with new CPG brand launches, line extensions, and price drops. It’s a trend so hot even Ace Hardware debuted its own brand of sauces and seasonings. Here are the most notable recent moves to know about:

Gopuff last week introduced Basically Premium, an elevated take on its Basically private label line it debuted in January 2022. While its original line contains products like bottled water, toilet paper, and basic snacks, the new line features items such as gluten-free beef sticks, caramel cheddar popcorn, freeze-dried candy, and mini ice cream cones.

The brand is also extending its Basically line with offerings including puppy pads, paper plates, and cookie bites, with sparkling waters and baby wipes among launches slated for later this year. Gopuff also said it redesigned the branding across its private label portfolio to make it more recognizable for consumers on the app.

The rapid delivery company said it’s seen a 70% YoY increase in private label product purchases, which customers include in 20% of orders.

Target said it’s dropping prices across 5,000 items, including those in its Good & Gather and Everspring brands. Earlier this year, the retailer debuted Dealworthy, its new private label spanning everything from boxer briefs to paper plates, while also expanding and reformulating its Up&Up brand.

Kroger redesigned packaging and expanded its private label pet line, Abound, offering new dry dog and cat food options, new formulas for wet cat food, and dog treats, it shared last week. Kroger said in its 2023 Annual Report that it planned to debut 800 new products across its Our Brands portfolio in 2024.

CVS last month rolled out its new Well Market brand of food, beverage, and grocery products, from Salt & Vinegar Flavor-Infused Almonds to Fruity-Cereal Gluten-Free Cookies, and plans to unite its existing owned brands under the Well Market portfolio to eliminate consumer confusion, CVS’s VP of store brands, Michael Wier, told Retail Brew.

Misfits Market announced this month that it’s growing its Odds & Ends brand with the addition of pasta, olive oil, and Imperfect Foods-branded items, and refreshed the brand with a new look.

And in April, Walmart announced Better Goods, an “elevated” private label line mostly priced under $5, with items like plant-based mozzarella cheese and oat milk-based frozen desserts.